It is critical for communicators to raise the bar high for congruency in leader’s values to action, stories and content, and how, where and

Lise Michaud For the first time, “a person like yourself” is as credible a source for information about a company as a technical or academic expert (all three rated at 60%) and far more credible than a CEO (37%) or the least credible spokespeople -government officials and regulators (29%). "This implies that the primary axis of communications is now horizontal or peer-to-peer, evidence of dispersion of authority to friends and family." Trust in crisis The 2017 Edelman Trust Ba